The Kindle Fire burned hot during the holidays, shipping 3.9 million units. But Kindle Fire sales dropped to 750,000 for the first quarter of 2012.

During the fourth quarter, people bought 15.4 million iPads, or about 55 percent of the total tablet market. First quarter, however, the iPad is back up to about 68 percent of the market, as people await a new version of the Kindle Fire.

Throw in the rumors of a Google tablet to lead the Android segment, and Microsoft's $300 million investment in the Nook with Barnes and Noble, and the Kindle Fire gets squeezed even more. The pricing advantage of the Fire, at $199, has been moderated somewhat as Apple kept the iPad2 at $399. Do tablet shoppers believe the iPad is worth twice as much as a Kindle Fire? Seems like it.

iPad for the win

Amazon stopped advertising and lost all the free press after the holidays while Apple commercials are still everywhere.

Amazon for the win

I think a few people are also waiting for Amazon's next move, which is supposed to happen this summer. Some are waiting for an 8" tablet, others for a more beefed up 7" one. Some are waiting for the original Fire to drop to $149, as it inevitably will.